{"id":33,"date":"2014-12-22T22:17:53","date_gmt":"2014-12-22T22:17:53","guid":{"rendered":"http:\/\/sites.ulethbridge.ca\/print-standards\/?p=33"},"modified":"2015-01-23T16:30:35","modified_gmt":"2015-01-23T16:30:35","slug":"voice-and-tone","status":"publish","type":"post","link":"https:\/\/sites.ulethbridge.ca\/print-standards\/2014\/12\/22\/voice-and-tone\/","title":{"rendered":"Voice and Tone"},"content":{"rendered":"<p><strong>Voice is the University\u2019s personality.<\/strong><\/p>\n<p>\u201cVoice doesn\u2019t change much from day to day. Like your own individual personality, it comes through in all your content and influences how people perceive you.\u201d (Nicely Said, Writing for the Web).<\/p>\n<p>Tone changes to fit the situation.<\/p>\n<p>\u201cWhile your voice is about you, <strong>your tone is about your readers<\/strong> and how they feel.\u201d (Nicely Said, Writing for the Web).<\/p>\n<p>Together your voice and tone make up your writing style.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>Brand Voice<\/strong><\/p>\n<p><strong>\u00a0<\/strong>The University of Lethbridge is\u2026<\/p>\n<ul>\n<li>\u00a0Confident but not arrogant<\/li>\n<li>Personal and conversational but not unprofessional<\/li>\n<li>Smart but not pedantic<\/li>\n<li>Enthusiast\/Visionary yet real<\/li>\n<li>Inspirational but not fluffy<\/li>\n<\/ul>\n<p>We are:<\/p>\n<ul>\n<li>Creative \u2013 involves pushing boundaries, with new items, new method, new activities<\/li>\n<li>Supportive \u2013 means providing the encouragement, direction and services people to succeed<\/li>\n<li>Engaging \u2013 means finding learning exciting and excitement contagious<\/li>\n<li>Approachable \u2013 involves making complex subjects accessible an interesting<\/li>\n<li>Emergent \u2013 means moving, always growing by expanding what we do well<\/li>\n<\/ul>\n<p>Our writing style is professional yet conversational. We appeal to curiosity \u2013 inspire thought.<\/p>\n<p>To emphasis the personal, supportive experience here, we tell personal stories of our students, faculty, staff and alumni.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Tone<\/strong><\/p>\n<p>Tone changes slightly based on audience. Here are a few things to keep in mind:<\/p>\n<ul>\n<li><em>Prospective student:<\/em> This audience is between 15- to 18-age range. The tone is a little more fun and trendy while still being professional. Be wary not to try to be too cool. Remember \u2013 they are a tough crowd and a cynical audience.<\/li>\n<li><em>Parent\/Influencer:<\/em> Keep in mind, this audience is entrusting us with their child and a significant financial investment. The tone needs to be professional, personal and supportive. Need to show outcomes and quality.<\/li>\n<li><em>Students: <\/em>Personal, supportive and encouraging<\/li>\n<li><em>Internal faculty and staff:<\/em> This audience is our family \u2013 communications need to build community and pride.<\/li>\n<li><em>Alumni:<\/em> Alumni are also part of our family. They have invested their time and their money with us. They are familiar with us. Communications need to generate pride, show quality and build community.<\/li>\n<li><em>Donor:<\/em> Although the tone will change depending on the audience \u2013 if you\u2019re speaking to a corporation or someone looking to make a planned gift \u2013 it\u2019s key to illustrate that the U of L is an excellent investment. Be personal and professional while showing quality.<\/li>\n<li><em>External audience:<\/em> Need to be aware if you\u2019re speaking to a local audience, a provincial audience, a national audience or an international audience. The tone will change based on how familiar the audience is with us (as an institution and even our city).<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Voice is the University\u2019s personality. \u201cVoice doesn\u2019t change much from day to day. Like your own individual personality, it comes through in all your content and influences how people perceive you.\u201d (Nicely Said, Writing for the Web). Tone changes to fit the situation. \u201cWhile your voice is about you, your tone is about your readers [&hellip;]<\/p>\n","protected":false},"author":101,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[2],"tags":[],"class_list":["post-33","post","type-post","status-publish","format-standard","hentry","category-editorial"],"_links":{"self":[{"href":"https:\/\/sites.ulethbridge.ca\/print-standards\/wp-json\/wp\/v2\/posts\/33","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sites.ulethbridge.ca\/print-standards\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sites.ulethbridge.ca\/print-standards\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sites.ulethbridge.ca\/print-standards\/wp-json\/wp\/v2\/users\/101"}],"replies":[{"embeddable":true,"href":"https:\/\/sites.ulethbridge.ca\/print-standards\/wp-json\/wp\/v2\/comments?post=33"}],"version-history":[{"count":3,"href":"https:\/\/sites.ulethbridge.ca\/print-standards\/wp-json\/wp\/v2\/posts\/33\/revisions"}],"predecessor-version":[{"id":217,"href":"https:\/\/sites.ulethbridge.ca\/print-standards\/wp-json\/wp\/v2\/posts\/33\/revisions\/217"}],"wp:attachment":[{"href":"https:\/\/sites.ulethbridge.ca\/print-standards\/wp-json\/wp\/v2\/media?parent=33"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sites.ulethbridge.ca\/print-standards\/wp-json\/wp\/v2\/categories?post=33"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sites.ulethbridge.ca\/print-standards\/wp-json\/wp\/v2\/tags?post=33"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}